安徽建筑工业学院毕 业 设 计 （论 文）(修改稿)专 业 市场营销 班 级 07 城建营销 ② 班 学生姓名 陈万茂 学 号 07290090234 课 题 论七度空间的品牌管理讨论 指导老师 杨春明 2011 年 6 月 5 日摘要随着品牌竞争时代的到来，品牌已成为一种新语言进入千家万户。在当今竞争激烈的商业社会中，品牌对企业树立强有力的竞争优势，发挥着越来越重要的作用，它在已被企业作为一种非常重要的资产进行管理。 本人以国内最大卫生巾企业恒安集团的七度空间品牌为讨论对象，应用品牌管理的相关理论和实践中的知识分析了七度空间的进展现状、以及所面对的环境带来的机会和挑战。在品牌树立方面分析了品牌的设计；用 3C 法则介绍七度空间的品牌定位，具体分析了消费者、竞争品牌和七度空间的产品。在品牌推广方面，重点介绍了品牌目前的推广方式，以及在营销传播所获得的成功案例，同时本文也阐述了七度空间的多元品牌战略。关键词： 七度空间 品牌管理 品牌定位 品牌推广ABSTRACTAlong with the brand competition time arrival, the brand oneself becomes one new language to enter everyone, but the international brand had surmounted the national culture barrier, is attracting the global consumer by its unique brand charm. The opening and the competition world, from the certain significance said is the “brand world”.Taking the brand named “ 7 space zone” of HengAn’s clique of the local biggest sanitary napkin as a research object. Apply a brand supervisory related theory and practiced medium knowledge to analyze the development present condition of 7 Space Zone, and the environment faced brings of opportunity and challenge. The design that set up aspect to analyze brand in the brand; Use a 3C law to introduce the brand clamping and concretely analyze a consumer and compete the product of brand .Expand aspect in the brand, particularly introduced a brand current generalize method. And spread in the marketing acquisition get of successful case, this text also...
